YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Boosters™.

Why do they join? What makes them tick? How should you communicate with them effectively? What will they do for the association? Need some members to organize an awards program or to promote your certification program? Just ask Boosters!

Boosters look to the association to enhance their status or that of the industry or profession. This is particularly true of associations that represent specialties, set standards, or provide certification. They want the association to do public relations campaigns or ads, to announce awards, and to have a presence in media of all types. They also like the association to provide them with logo material and brochures. The bottom line is they want help with upward mobility or help with increasing their business.

During recessions, Boosters can be a key to restoring success. Target them to do member-get-a-member campaigns or to give talks about the benefits of membership including the prestige it provides. The general public may not be aware of the many services your association provides and its value to the community, and the Boosters will help get this message out there. If you have a certification program, Boosters may be more likely to buy this service than other members.

Letters or appeals to Boosters should include mention of important press releases by your association, and the various ways that you recognize membership tenure such as certificates or pins. The Booster is one of nine member groups identified by the YTheyJoin Program (see previous blog articles). Like Shapers, they will work hard for the organization and can be a great resource.

To learn more about YTheyJoin, the original member-segmentation and target-marketing program, please visit www.YTheyJoin.com

You can also call directly 703-772-5263 or e-mail AllegianceResearch@gmail.com

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Shapers™.

Why do they join? What makes them tick? How should you communicate with them effectively? What will they do for the association? Need some members to serve on committees or start a chapter? Just ask Shapers!

Shapers join because they do, or want to, serve on the board or committees to shape policy. This can include serving as a volunteer leader, serving as a chapter leader, or recruiting new members. Shapers work very hard and will make contributions greater than their numbers suggest. If you would like some help at a convention be sure to contact the Shapers in that city. The Executive Director of one assn contacts Shapers in the various cities that she visits during the year.

Letters or appeals to Shapers should acknowledge their extra efforts or interest, and always include an opportunity to participate in the assn. It also helps to keep them informed of policy decisions.

Boards like to complete the tagging form so consider distributing it at the next board meeting and then summarize the results in a Board Pie Chart. The board is likely dominated by Shapers and when comparing their pie chart to the pie chart for members, they will see real differences. Boards tend to think that all members are like them but the pie charts show the differences.

The Pie Chart for members may show an assn dominated by Relevant Participants and Altruistics, or by Cognoscenti and Mailboxers, or other combinations. Every assn has a unique profile. The pie chart for members will help the board set priorities, allocate resources, and drive strategic planning. In a nutshell, they will see the assn in a new light.

For more info go to www.YTheyJoin.com or call 703-772-5263 in the U.S.

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Altruistics™.

Why do they join? What makes them tick? How do you communicate with them effectively? What will they do for the assn? Need some members to contact legislators or volunteer in the community? Just ask the Altruistic members!

Altruistics join because they believe in your mission and values. This could include: having a voice in Washington or locally that speaks for your profession; standing up for those you serve; or if multi-disciplinary, bringing together diverse groups of people. 

Letters or appeals to Altruistics should emphasize good works, serving the public interest, and how your assn provides members with a legislative voice. If your assn has a Foundation, Altruistics want to know how you “made a difference.”

Altruistics are a critical part of your assn and it is vitally important that proposed legislation be watched because one new law or regulation can have severe consequences for your members’ profession or trade and their constituents.

Altruism itself conveys a deep level of commitment to the profession or trade. The challenge lies in transferring some of this commitment to the organization. Altruistics would be very interested in a Code of Ethics. At renewal time, tell Altruistics about different ways they can get involved. For example, your annual conference may include a food or book drive. Perhaps you have a mentoring or tutoring program. Write a renewal letter just for Altruistics showing how you met their needs in the past year and how you will continue doing so. These are called resonant statements.

People are complimented when you ask for their opinions and if you don't, someone else will! For more info about the YTheyJoin program, go to www.YTheyJoin.com or call 703-772-5263 in the U.S. The program also includes a Workbook with marketing ideas for each category.

YTheyJoin identifies nine types of association members based on their motivations for joining and this article discusses one of them, Cognoscenti™.

Why do they join? How should you communicate with them effectively? What will they do for the assn? Need some writers or speakers? Just contact the Cognoscenti members!

Cognoscenti join because they want specialized info they believe they cannot get elsewhere. This includes your magazine, journal, newsletters, Web site, directories, library services, etc. Some may want to write, speak or teach. Unlike the Mailboxer type who wants quick and concise info, the Cognoscenti type takes the time to read and study.

Letters or appeals to Cognoscenti should include announcements of technical or scholarly studies sponsored by your assn. Emphasize the availability of up-to-date data and statistics, and consider asking for feedback to ensure they are receiving what they need. Examples include compensation surveys, trends analysis, sales or hiring statistics in their field, etc. If your assn provides certification programs many Cognoscenti members may be interested.

Cognoscenti are also resources. Ask if they would like to serve in a Speaker’s Bureau, submit articles for publication, or teach seminars. If you publish specialized books, gather Cognoscenti members to discuss new ideas and some may submit book proposals. Are they aware that you may have research grants?

At renewal time ask what topics, leaders in the field, or types of studies interest them and consider sending a discount coupon for a publication. Write a renewal letter just for Cognoscenti showing how you met their needs during the past year and how you will continue doing so. These are called resonant statements.

People are always complimented when you ask for their opinions - - if you don’t ask them, someone else will!

For more info about the program go to www.YTheyJoin.com or call 703-772-5263 in the U.S.

Dale Paulson, Ph.D., invented YTheyJoin in 1992 and he originally called it Allegiance for Associations. He is the sole provider. He invented the nine categories and the system of codes and has clients around the country. It is the original member-segmentation program for associations. Gallup tried to buy it but he said no. Like most good ideas, YTheyJoin is occasionally “borrowed” by other consultants who may present it as their own, and the buyer should be an educated consumer.

Dr. Paulson specializes in research for national associations and his innovative methodologies have received several trademarks. As President of Allegiance Research Group, he conducts survey research and gives seminars and speeches. While others like to say they are the “biggest and best in the Western Hemisphere” or “the world’s leader in the field”, Dr. Paulson tends to avoid these types of descriptions.

In 1998 Dr. Paulson’s book on Allegiance was published by the American Society of Association Executives and it contains detailed information about the program and how it was developed. It is based on his empirical research and much of this is included in the book. The book is available for sale at ASAE or at Amazon and is titled “Allegiance®: Fulfilling the Promise of One-to-One Marketing for Associations.”

Hundreds of thousands of association members have now taken the YTheyJoin one-page survey, and the program helps associations save tons of money by target marketing which is both personal and timely.

I invite you to visit the Web site at www.ytheyjoin.com for more info about the program.

In the next article, I will describe one of the nine member types in the YTheyJoin program, and specific marketing ideas for this group.